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BOOZE CRUISERS

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Speaking with the Mail on Sunday, Inflight Feed’s Nik Loukas, said: “I think it is going to be very difficult for passengers to swallow the fact that they are going to have to pay for food after it has been free for so long.

“There will probably be a big backlash. British Airways has always had a tradition summed up in their slogan ‘To fly, to serve’. I think they will have a battle on their hands.”

The deal is expected to be announced within weeks although both brands have yet to comment.

British Airways reportedly approached Waitrose as well, but insiders say the partnership with M&S was a ‘perfect match’.

Passengers on long-haul BA flights will still be able to enjoy a complimentary three-course meal.

According to industry analysts, budget airline easyJet makes around £2 per passengers from in-flight sales meaning they earn around £120 million annually from selling food on-board.

An unnamed exec at a low-cost rival spoke to the Mail, saying: “I think BA’s move is an acceptance that the old legacy airline model just does not work.

“It is simply no longer popular with passengers because you are giving them something they do not necessarily want and which they take for granted and no longer appreciate anyway.

“We, on the other hand, offer a range of food and drinks that they actually want to buy.

“I think BA’s offer on its short-haul flights has been pretty ropey for years – on some it seems to be an offer of a health bar or a biscuit.”

British Airways chief executive Alex Cruz is reportedly behind the new deal.

While BA would not comment on the partnership, a spokesman said: “We are constantly reviewing every element of the experience our customers receive, including the in-flight catering, to ensure we’re delivering what they want.

“Everything we do is with our customers in mind and we will make changes that reflect their feedback.”

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